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New Product Entries and Product Class Demand

Author

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  • Charlotte H. Mason

    (University of North Carolina)

Abstract

Because new products are critical to success and survival, the evaluation of new product ideas receives much attention. In the early stages of product development, concept evaluation models are used to predict market share and/or sales of hypothetical product concepts. These models have focused on consumer preferences, brand choice, and market share. Individual demand or usage rates have been considered exogenous. This paper presents a concept evaluation model which considers the effects of a new product on both market share and demand for the product class. A conceptual framework for the relationship between new product entries and product class demand is presented and then formulated into a mathematical model. An empirical application of the model illustrates some of the possible methods for model estimation and testing.

Suggested Citation

  • Charlotte H. Mason, 1990. "New Product Entries and Product Class Demand," Marketing Science, INFORMS, vol. 9(1), pages 58-73.
    • Handle: RePEc:inm:ormksc:v:9:y:1990:i:1:p:58-73
    DOI: 10.1287/mksc.9.1.58
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    Cited by:

    1. Georg Wübker & Jens Baumgarten, 2004. "Der Markenwert von Banken — Messung komplexer Sachverhalte mit modernen Verfahren," Schmalenbach Journal of Business Research, Springer, vol. 56(6), pages 577-592, September.
    2. Tannous, George F. & Mangiameli, Paul M., 1996. "Adding features to a product: A micro-economic model," International Review of Economics & Finance, Elsevier, vol. 5(2), pages 149-173.
    3. Deleersnyder, B. & Dekimpe, M.G. & Steenkamp, J.E.B.M. & Koll, O., 2007. "Win-win strategies at discount stores," Other publications TiSEM 34fbe624-0ee7-4c52-b640-7, Tilburg University, School of Economics and Management.
    4. Mackenzie Wilson & Kednapa Thavorn & Terry Hawrysh & Ian D. Graham & Harold Atkins & Natasha Kekre & Doug Coyle & Manoj M. Lalu & Dean A. Fergusson & Kelvin K. W. Chan & Daniel A. Ollendorf & Justin P, 2022. "Engaging Patients and Caregivers in an Early Health Economic Evaluation: Discerning Treatment Value Based on Lived Experience," PharmacoEconomics, Springer, vol. 40(11), pages 1119-1130, November.
    5. Kamel Jedidi & Z. John Zhang, 2002. "Augmenting Conjoint Analysis to Estimate Consumer Reservation Price," Management Science, INFORMS, vol. 48(10), pages 1350-1368, October.
    6. Stremersch, S. & Lemmens, A., 2008. "Sales Growth of New Pharmaceuticals Across the Globe: The Role of Regulatory Regimes," ERIM Report Series Research in Management ERS-2008-026-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    7. Koen Pauwels & Shuba Srinivasan, 2004. "Who Benefits from Store Brand Entry?," Marketing Science, INFORMS, vol. 23(3), pages 364-390, July.
    8. Gielens, Katrijn & Gijsbrechts, Els & Dekimpe, Marnik G., 2014. "Gains and losses of exclusivity in grocery retailing," International Journal of Research in Marketing, Elsevier, vol. 31(3), pages 239-252.
    9. Vincent R. Nijs & Marnik G. Dekimpe & Jan-Benedict E.M. Steenkamps & Dominique M. Hanssens, 2001. "The Category-Demand Effects of Price Promotions," Marketing Science, INFORMS, vol. 20(1), pages 1-22, September.
    10. Urban, Glen L. & Weinberg, Bruce D. & Hauser, John R., 1994. "Premarket forecasting of really new products," Working papers 3689-94., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    11. Deleersnyder, B. & Dekimpe, M.G. & Steenkamp, J-B.E.M. & Koll, O., 2005. "Win-Win Strategies at Discount Stores," ERIM Report Series Research in Management ERS-2005-050-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    12. Stefan Stremersch & Aurélie Lemmens, 2009. "Sales Growth of New Pharmaceuticals Across the Globe: The Role of Regulatory Regimes," Marketing Science, INFORMS, vol. 28(4), pages 690-708, 07-08.

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